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A Japanese household goods company began selling for the "shy old man" ultra-thin diapers. Because the product is ultra-thin, so outsiders can not tell whether someone is padded diapers. In Japan, about 700,000 elderly people have "urinary incontinence" symptoms, but had been afraid of others because they were afraid to diaper.

Japan's adult diaper market in 2008 increased to 150 billion yen (about 11.4 billion yuan), and the size of the market with the baby diaper flat. This is because in the past five years, with the rapid increase in the elderly population in Japan, adult diapers market expanded by 40%; and in contrast, the baby diaper market in this period of time has shrunk by 10%.

From the Japanese Ministry of Internal Affairs and Communications on September 15, 2009 statistics, Japan's population over the age of 65 than a year ago increased by 800,000, reaching about 29 million, accounting for 22.7% of the population. Especially women over the age of 65 accounted for 25.4% of all women. In other words, every four Japanese women, there is one person is the elderly. Men over the age of 65 accounted for 19.9% of all men, also close to one-fifth, adult diapers market size will exceed the baby with diapers market.